Why ChatGPT Won’t Replace B2B Marketers
The integration of ChatGPT has been exploding in almost every industry. Consumers and professionals are all wondering, “Will ChatGPT affect me?” In this blog, we take a deep dive into how B2B marketers are protected and can use ChatGPT, but will never be replaced by this AI machine.
1.Content vs Content
In business to business marketing, knowing the audience is a key element. For example, in the robotics sector, video content is prime. It holds strength in keeping users engaged, even without audio. In many articles on www.therobotreport.com, there are company videos attached with the topic or device mentioned. When asked, ChatGPT couldn’t deliver the specifics of this content. The AI service used non-related and non-branded GIFs that weren’t related to the company mentioned. When asked, the AI either created its own image or used a general photo that could be licensed. When it comes down to capturing your audiences’ attention and creating engagement, the copy and content are equally important. In this case, ChatGPT couldn’t deliver.
One thing we all have learned about ChatGPT is the AI program needs clear directions and guidelines. However, it can create solid copy for Twitter, Facebook and LinkedIn. Below is an example of what ChatGPT created when asked, “Create 5 social media posts for Twitter, LinkedIn and Facebook using content from the site www.therobotreport.com.”
Although the copy given was exactly what was asked, the AI didn’t include any links to the topics or articles that were mentioned. The AI used verbiage, emojis and hashtags that would seem unusual to the robotics audience. Of course, if the AI doesn’t achieve what you were looking for, ChatGPT does offer the opportunity to regenerate a response that could be a closer answer.
3. Devil in the details
Using ChatGPT, you can ask the machine to produce anything you are looking for. However, specifics of the request are key. For example, when asked, “Using the website, www.therobotreport.com, create three LinkedIn posts that direct to the Robot Report Podcast on Spotify.” The ultimate goal was to have three LinkedIn posts that promoted specific podcast articles from the Robot Report site.
After clarifying the prompt; “Using the website, https://www.therobotreport.com/category/podcast/, use three different articles for three different LinkedIn posts that have a call to action to listen to the Robot Report Podcast on Spotify”, the AI couldn’t deliver. “Apologies for the confusion. Since I am unable to browse the internet or access specific websites directly, I cannot provide you with the exact articles from https://www.therobotreport.com/category/podcast/.” ChatGPT couldn’t do it, but a marketer can.
4. The grass isn’t always greener
Based on the several prompts and clarifications, ChatGPT can be useful for creating general, evergreen B2B content for promotions or upcoming events. However, when it comes down to the details, ChatGPT has limitations for exactly what you want.
In the case of pros and cons, the positives of ChatGPT are that it can spark new ideas and refresh content. Negatively, the AI machine is a general use and has exact limitations for B2B articles and marketing. Share your experience below in the comments!